GYMBOX Builders Union

GYMBOX is often cited as one of the trendier additions to London’s fitness scene and is widely regarded as one of the city’s most popular gyms. I was briefed to create a concept and visual identity for a series of workshops designed to help beginners feel confident getting started.

Drawing on the history of British labour unions, I developed the concept “GYMBOX Builder’s Union,” centered on the idea of collective effort and shared progress. The core visual and experiential idea was a wall: participants were given yellow “bricks” to write down personal goals, and together the group would build a wall of small, achievable wins—brick by brick.

I was hired to develop the concept for a group class challenge focused on community and collective improvement. Starting with only a high-level brief, I led the project from initial concept through to final designs, shaping the narrative, visuals, and overall experience.